Surf Excel is a detergent powder launched in Pakistan in 1948 and India in 1959. It was initially positioned based on its ability to wash whites, but has since changed its branding to align with Unilever's global "Dirt is Good" strategy. Surf Excel uses promotions like television advertisements, public relations events, and social media to promote the message that dirt can encourage learning in children. It offers various product sizes at different price points to be competitive with other detergent brands in India.

1. Surf Excel
Surf Excel, launched in 1948 under the
brand name ‘Surf’ in Pakistan & in 1959
launched in India as a first detergent
powder. Initially, the brand was positioned
on the clean proposition of “washes whitest”.
However, with the emergence of numerous
local detergent manufacturers and the entry
of other global brands, Surf Excel underwent
various changes in its Brand Communication. This is in line
with the global communication platform of Dirt Is Good, which
is a communication strategy of Unilever for its premium
detergent products, sold under various brand names; such
as Omo In Brazil, Persil in UK and Skip in France, Greece,
Spain and Portugal. Some of the other major detergent
products of Unilever in India are Rin and Wheel.

2. PRICE
2kg 1kg 500g 100g 60g 25g
Rs405 Rs210 Rs115 Rs20 Rs10 Rs05
2KG 1KG 500G 100G 60G 25G
437 240 130 40 20 10
V/S

3. competitors
Price
 The pricing strategy for Surf excel have always been in accordance
with its competitors .

4. PLACE
 Great distribution & availability
 Covering throughout Pakistan
 Distribution channel
PROMOTION

5. Promotion is mainly through
Ads,billboards
Public relation( parks,art club & games for children)
Sales promotion
Online promotion strategies –website www.surfexcel.in
Various initiatives
“Surf Excel and You” suggesting mothers to encourage active
learning in their children, mother‟s pride – in which mothers can
share their pride stories - special moments from the moment
they have children, knowledge beyond books, expert advice
Children‟s Club
Social media marketing through facebook – Santa ClausCarnival
etc. Surf Excel : Daag Acche Hain
Surf Excel has it’s own YouTube channel wherein children
share their “Dirt is Good” experiences
Surf Excel tied up with the movie – Chillar Party Surf Excel
Daag Acche Hain
PRODUCT

6. PRODUCT
 SURF EXCEL
 Advance
 Tropical
 Small & mighty
 Automatic
 Blue detergent
 Quick wash
Quality: Removal of stain 10/10 reflects its quality
Brand name: Strong brand name
Packaging: attractive, colourful & unique,Convenience product
Surf Quick wash VS ARIEL COMPLETE
• Low Lather detergent
powder
• Contains pink
noodles, green and
blue speckles